Facebook Insights Metrics to Pay Attention to

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We attended the AllFacebook conference here in San Francisco last week, and one of our favorite presentations came from Emeric Ernoult of Agora Pulse. Ernoult’s french accent was easy on the ears, as was his knowledge of Facebook Insights.

Ernoult said business of all sizes should focus on these 5 Facebook Insights metrics:

Reach
Engaged Users
Stories Generated
Clicks
Negative Feedback
If you’re just getting started, you can find your Facebook Insights on the left hand side of your business or fan page. Let’s break down what each metric is, where you can find it in Facebook Insights and why it matters to your biz.

1. Reach

What is it? Facebook defines Reach as “the number of people who have seen your post. Figures are for the first 28 days after a post’s publication and include people viewing your post on both desktop and mobile.”

Where do you find it? Within Facebook Insights you have the option to Export Data (as seen in the screenshot below).



Why does it matter? According to Ernoult, Reach is the only metric that gives you the quality of your fan base. If yours is low, you may have lost fans along the way due to poor quality content, or you may have acquired them through a Like campaign. These campaigns can bring in fans but not ones that sought you out to Like in the first place, garnering less interest in your business.

2. Engaged Users

What is it? According to Facebook, Engaged User is a measurement applied to individual posts. It’s the azerbaijan whatsapp number database number of unique people who have clicked on a individual post.

As a percentage of your total fans, this number also gives you an idea of the reach of your posts.

Where do you find it? In the Engaged Users column (see screenshot).



Why does it matter? Ernoult explains that the Engaged User metric is important because Reach only shows that fans were exposed to your content; Engaged Users shows they actually paid attention to it because they clicked on it. They may have liked it, commented, shared, or viewed a picture or video. Plus, it has a direct impact on your EdgeRank and future visibility. In short, it’s the real barometer of the effectiveness of your content.

3. Stories Generated

What is it? Stories Generated according to Cindy Ratzlaff is, “A story is generated when a fan likes, comments on, shares your post with his or her friends, answers a question or responds to an event.”

Where do you find it? Within Insights you’ll see How People Are Talking About Your Page. You can also see likes, comments and shares (see screenshot).


Why does it matter? Ratzlaff shares,”This is an important number because it reflects the ability of your content to cause a second action. Your fans actually read what you wrote, they were compelled to share, like or otherwise amplify your content, creating a story or action in their own news stream that subtly tells their friends they “endorse” you or at least found what you wrote to be engaging enough to make them take an action.” Ernoult confirms, “Storytellers are the cream of the crop of the Engaged Users.”